ORLANDO, Fla. – Nielsen Holdings NV is partnering with MyWebGrocer, a provider of digital grocery tools and the largest grocery media network, to measure US on-line supermarket sales. The agreement will allow Nielsen to provide consumer packaged goods companies with data on on-line supermarket purchases.

Under terms of the partnership, Nielsen has acquired a license to MyWebGrocer’s e-commerce sales information aggregated from 60 US supermarket retailers. Nielsen Online Basket View will provide regular insights on on-line supermarket shopping sales, including on-line shopping basket purchases. Nielsen will provide insights for its retail clients included in the on-line grocery universe supplied by MyWebGrocer.

Nielsen said it plans to measure approximately 30 percent of all on-line supermarket sales in the US. Currently, no aggregate reporting of actual on-line supermarket sales data is available in the industry.

“We’re making it possible for the first time for CPG companies to understand on-line shoppers with the same rigor we apply to offline shopping analytics,” said John Burbank, president of strategic initiatives for Nielsen. “We can share our insights into what decisions and purchases shoppers are making on-ine, where and when.”

Although on-line purchases represent only 2 percent of total US CPG sales, Nielsen said the category is expected to grow to $25 billion from $12 billion by 2014.

“The rate of change in the digital shopping space is accelerating, and so is the rate of opportunity for creative marketers who embrace the digital revolution,” said John Lewis, president of Consumer North America, Nielsen. “Understanding consumers’ on-line shopping behaviors and building strategies to reach these shoppers is absolutely essential for CPG marketing success.”